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Hearst is allowing brands to create ads that look and feel like editorial content.

The Cosmopolitan publisher has announced the launch of five advertising tools (see box out) that integrate ads with editorial content across its mobile, video, online and social content.

The offering centres around a teaser box that resembles a page’s content theme and allows users to click through to find partner-supported, contextual information on the topic of interest. The aim is to make the tone or type of editorial content in some way, but will be clearly recognisable to avoid confusion.

The media owner has experimented with native advertising in the past, however its latest attempt is the first time it will offer a scalable solution across all its titles and channels.

Kristine Welker, chief revenue officer of Hearst Magazines Digital Media, says the publisher’s foray into the native advertising space offers “real time opportunities for marketers” in a way that is “native” and “authentic” to the user experience. The publisher has around 63 million monthly users and is hoping the launch will encourage brands to invest in more targeted campaigns.

Welker adds: “Native advertising is not new to Hearst. Our next-generation native solutions are multi-dimensional, work in conjunction with many platforms and scale across our brands and portfolio of sites, because to be truly native, you can’t take a ‘one size fits all’ approach.”

The move is part of a wider shift from media owners to offer brands more integrated ways of producing branded content. IPC Media unveiled its own native advertising mobile tools earlier this month (16 May), while Yahoo and the Huffington Post have also made moves into the area since the turn of the year.

HP has identified business travellers as a key target audience for its latest Windows 8 tablet as it looks to tap into the bring your own device trend and raise awareness there are more suitable tablets for business than the iPad.

Speed and agility are crucial to creating content for today’s digital platforms. Marketing Week and Creative Review, in partnership with Shutterstock, ask marketers and creatives how to ensure their approach is fit for purpose.

Story of my CV: From the BBC to Boots via DFS, Helen Normoyle has experience of many well-known British brands. But even with such impressive marketing pedigree, she is still embracing change and seeking new challenges which put her out of her comfort zone.

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